DS Automobiles is making a fashion statement with its DS 7 Crossback to stand out from the SUV crowd and help establish its standalone brand identity, says motoring editor Andy Russell.

To get noticed in a stream of new SUVs, a model has to stand out from the crowd. DS Automobiles’s DS 7 certainly does and also helps create its own image as a standalone brand rather than Citroen subsidiary.

Looks and image

The DS 7 is radical, real fashion statement flagship full of quirky French flair.

It’s SUV shaped but it’s how DS Automobiles has delivered its luxurious ambience.

Some might call it over-engineered, or over-contrived, but some features are a joy to behold – the DS Active LED Vision headlights, on all but entry model, with three swivelling jewel-like modules when the car is unlocked, and six adaptive lighting modes, while rear lights look like fish scales.

Then there are two modern 12in screens for infotainment and instruments, on all but the entry model, and a more traditional BRM analogue clock which rotates out of the fascia on top models.

The interior has a diamond theme running through it – the customisable instrument cluster, switches, door and trim panels – all very cohesive but equally fussy and divisive.

The 555-litre boot is better with the two-position floor panel. Picture: DS Automobiles

Under the bonnet

The DS 7’s refined image is best suited to 180hp and 225hp 1.6-litre turbo petrol engines rather than gruffer 130hp 1.5-litre and 180hp 2.0-litre turbo diesels.

The 225hp petrol offers brisk, smooth performance – pop it into sport mode (there are also eco, normal and comfort) and it feels particularly lively with the standard eight-speed automatic transmission’s quick, slick shifts – but still returned 38mpg

Even with 20in wheels, the ride is smooth, if a little firm in sport mode. DS Active Scan Suspension, on higher-spec models, uses a camera in comfort mode to monitor the road and adjust damping.

The DS 7 is more about ride comfort than rewarding roadholding but it’s competent on the twisty bit but there’s noticeable body roll.

Space and comfort

The sumptuous interior feels as good as it looks, especially the soft leather ‘watchstrap’ design seats, on range-topping Ultra Prestige.

Passengers will also enjoy cabin space, with leg and headroom for five six-footers, while the 555-litre boot swallows luggage. The 60/40 split rear seat backs fold flat but needs the two-position floor panel, standard on top models, to create a long, sill-level load deck.

Final say

The DS 7 Crossback brings serious bling to the prestige SUV sector – a love it or hate style statement but this is a niche car you’ll buy with your heart.